The Copywriter's Handbook, Third Edition

A Step-By-Step Guide To Writing Copy That Sells

Robert W. Bly

Holt Paperbacks

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The classic guide to copywriting, now in an entirely updated third edition
This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention—and sell more products.
Among the tips revealed are
• eight headlines that work—and how to use them
• eleven ways to make your copy more readable
• fifteen ways to open a sales letter
• the nine characteristics of successful print ads
• how to build a successful freelance copywriting practice
• fifteen techniques to ensure your e-mail marketing message
is opened
This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter’s Handbook remains the ultimate guide for people who write or work with copy.

“I don’t know a single copywriter whose work would not be improved by reading this book.” —David Ogilvy

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Book Excerpts

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1
AN INTRODUCTION TO COPYWRITING
“A copywriter is a salesperson behind a typewriter.”*
That quote comes from Judith Charles, president of her own retail advertising agency, Judith K. Charles Creative Communication. And it’s the best definition of the word copywriter I’ve ever heard.
The biggest mistake you can make as a copywriter is to judge advertising as laypeople judge it. If you do, you’ll end up as an artist or an entertainer—but not as a salesperson. And your copy will be wasting your client’s time and money.

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Reviews

Praise for The Copywriter's Handbook, Third Edition

"This book succeeds on two levels. For beginners, it offers a clear, comprehensive guide to the business of and techniques used in advertising copywriting. And for the professionals behind the typewriter, this book is a valuable back-to-basics tool that should be given a prominent slot on the bookshelf."-Los Angeles Times

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About the Author

Robert W. Bly

Robert W. Bly is a freelance copywriter specializing in business-to-business, high-tech, and direct advertising. He is the author of more than sixty books and has appeared on CNBC and CBS’s Hard Copy. He lives in Dumont, New Jersey.

Robert W. Bly

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Available Formats and Book Details

The Copywriter's Handbook, Third Edition
A Step-By-Step Guide To Writing Copy That Sells
Robert W. Bly

Trade Paperback

Trade Paperback
Henry Holt and Co.
Holt Paperbacks
April 2006
Trade Paperback
ISBN: 9780805078046
ISBN10: 0805078045
5 1/2 x 8 1/4 inches, 432 pages
$18.99

e-Book Agency

e-Book Agency
Henry Holt and Co.
Holt Paperbacks
April 2007
e-Book Agency
ISBN: 9781429900157
ISBN10: 1429900156
432 pages
$9.99
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